A Study On The Influence Of Perceived Value On College Students’ Purchasing Behavior Of Pasteurized Milk

As China’s economic development enters the "new normal",promoting the upgrading of consumption structure has become an effective measure for China’s steady economic growth.Since the outbreak of the new epidemic in 2020,China’s residents have been paying more attention to enhancing their health than ever before,and dairy products have gradually become an important part of their daily dietary structure.Among the wide variety of dairy products,room-temperature milk has become the primary choice of most dairy consumers in China because of its long shelf life and its ability to meet residents’ daily milk protein and calcium intake needs,but it has also created a situation where the consumption structure of dairy products in China has tended to be homogenized for a long time.Compared with normal milk,pasteurized milk has higher nutritional value and freshness,but it also has the disadvantages of short shelf life and high unit price,resulting in a relatively low overall willingness of consumers to purchase pasteurized milk.How to increase the consumption of pasteurized fresh milk and thus promote the optimization and upgrading of China’s dairy consumption structure has become a pressing problem for dairy companies to solve.The continuous optimization of pasteurized fresh milk marketing strategy is the key factor to determine whether the consumption of pasteurized fresh milk can be steadily improved,and the accurate division of market segments and the effective identification of target marketing groups are the first link to optimize the marketing strategy.College students,as the new generation of consumers,are still at the stage of growth and development,and their health literacy is relatively high compared with other age groups,they need more milk protein and calcium intake.Therefore,it is of great practical significance to investigate the purchasing behavior of college students’ pasteurized milk in order to broaden the dairy product consumption market and increase the consumption of pasteurized milk,thus promoting the optimization and upgrading of China’s dairy product consumption structure.Based on customer perceived value theory,planned behavior theory and customer satisfaction theory,this paper explores the theoretical framework of perceived value influencing college students’ purchase behavior of pasteurized milk,and systematically elaborates the influence path of "perceived value-purchasing intention-purchasing behavior-satisfaction and word-of-mouth",Using 443 questionnaires from online research,we extracted the typical characteristics of college students’ knowledge,purchase intention,purchase frequency and purchase channels of pasteurized fresh milk;using structural equation modeling,we empirically tested the pathways of perceived value on purchase intention,purchase intention on purchase behavior,and purchase behavior on satisfaction and word of mouth;we empirically analyzed the relationship between gender,purchase intention,purchase behavior,and purchase behavior on satisfaction and word of mouth.The relationship between perceived value and purchase intention,purchase intention and purchase behavior,and purchase behavior and satisfaction and word-of-mouth was empirically examined;the group differences of factors such as gender,education level,school city and monthly living expenses in each influence path were empirically analyzed.The main findings of this paper are as follows:(1)Among the three dimensions of perceived value,emotional value and comparative value significantly increase college students’ willingness to purchase pasteurized fresh milk,while functional value does not significantly increase college students’ willingness to purchase pasteurized fresh milk.(2)College students’ willingness to purchase pasteurized milk played a significant positive role in influencing purchasing behavior,and college students’ purchase behavior had a significant positive influence on satisfaction with pasteurized milk;college students’ purchase behavior had a significant positive influence on the word-of-mouth of pasteurized milk.(3)Gender,education level,city of school and monthly living expenses moderated the effects of emotional value and comparative value of college students’ pasteurized fresh milk on purchase intention,purchase intention on purchase behavior,and purchase behavior on satisfaction and word of mouth,respectively.Based on the above findings,this paper proposes the following countermeasures to enhance the consumption of pasteurized fresh milk and optimize the consumption structure of dairy products:(1)Dairy enterprises should develop new pasteurized fresh milk products and enhance the function of pasteurized fresh milk in future production and marketing;strengthen the publicity of pasteurized fresh milk to enhance the perceived value.(2)Beneficially transform satisfaction and word-of-mouth,and strengthen community marketing for college students.(3)Segment consumer groups and implement marketing strategies that carry out differentiation and precision.